Want to Reach Hispanics? Go Mobile.

Aug 19, 2014 / By César Melgoza

Reaching the Hispanic market has always been a moving target. Our country's Latin American community is dynamic; comprised of a changing mix of people from dozens of Hispanic countries, with a wide variety of cultures, acculturation levels, media habits and spending behaviors. But it's also a moving target because it's quite literally on the move, [...]

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An Inside Look at America’s Diverse Travelers

Jul 11, 2014 / By César Melgoza

This summer, many of us are gearing up for some relaxation and fun in the sun by heading to the beach, the mountains or some of the country’s greatest landmarks.  It’s an American rite of passage to embark on a grand summer vacation; but as the country’s demographics have shifted, so have travel patterns. Consider [...]

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Is the World Cup Ready for Primetime with U.S. Hispanics?

Jun 12, 2014 / By César Melgoza

Which  sport is America’s national pastime? For decades the answer was simply baseball. Now, the answer is football. But does football’s grip on our nation’s collective heart wane a bit when another type of  fútbol  arrives with the World Cup at the end of this month? For many U.S. Hispanics, the answer is yes. Fútbol [...]

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Cinco de Mayo: A New American Holiday

May 02, 2014 / By César Melgoza

Long misunderstood, Cinco de Mayo is a holiday that is increasingly American.  Yes, that’s right.  The history of this holiday is in Mexico, but the future of this holiday is north of the border. The anniversary of the “Battle of Puebla” on May 5, 1862 commemorates the pride and valor of the Mexican people in [...]

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The Hispanic Impact on Wall Street: A Sound Investment for Brands

Apr 03, 2014 / By César Melgoza

It’s evident that politicians are beginning to understand the need to appeal to multicultural segments. Over the past several years, we have seen an increased investment of campaign funds and time, as well as a selection of candidates who directly appeal to target demographics. Barack Obama’s 2008 campaign could not have been a better example [...]

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2014 New Mainstream Business Summit: A Roaring Success by All Accounts

Mar 21, 2014 / By César Melgoza

This year’s New Mainstream Business Summit exceeded expectations last week, as more than 200 business executives across industries and geographies gathered at the Conrad Hotel in Miami. The agenda was jam-packed with solid sessions led by expert speakers and panelists on a range of subject areas such as keynote addresses, case studies, insight sessions and [...]

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New Mainstream vs. Total Market: Which is the Right Multicultural Approach?

Feb 05, 2014 / By César Melgoza

Every once in a while, new terms and jargon come in and out of favor within the business community.  Among the terms used by business executives targeting cultural segments include “multicultural,” “diversity,” and of course Hispanic, Latino, Black, African American, Asian, acculturation, etc.  Lately, the terms “Total Market” and “New Mainstream” seem to have gained [...]

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Key Business Question for 2014: Who is The Mainstream Consumer?

Dec 26, 2013 / By César Melgoza

Most years are evolutionary, but few are revolutionary – and honestly, 2013 was hardly transformational. In many ways, a stagnant business landscape was affected by a deadlocked political atmosphere and highly divergent perceptions of critical national issues – such as health care and immigration reform. In other words, on the one hand there are those [...]

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Why Immigration Reform May Depend on Political Reform

Dec 06, 2013 / By César Melgoza

The immigration debate is a like a tragic comedy. It's a shame that a topic as critical to the national economy and tens of millions of lives is utilized as an instrument for political gain (or loss). Arguments on either side shift based on competing priorities and the political winds of the day without getting [...]

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Is Thanksgiving a Hispanic Opportunity? It Should Be.

Nov 26, 2013 / By César Melgoza

If the first rule of marketing is to know your audience, then most marketers are well aware that their targeted audiences have an increasingly multicultural constituent. Spending from emerging ethnicities, with Hispanics in particular, is growing exponentially, as the latest American Marketscape DataStream Report found that Hispanic households are projected to spend over $400,000 more in [...]

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